Where Creative Strategy Meets Real Results

Led optimization and restructuring of paid search campaigns across a multi-property portfolio to improve efficiency, scale performance, and capture higher-intent demand.

Challenge
Paid search campaigns were generating steady traffic but had significant opportunity to improve efficiency, reduce costs, and better convert high-intent users.

Strategy
Shifted to a performance-first paid search approach, focused on:

• Campaign restructuring for efficiency and scalability
• Improved keyword targeting and intent alignment
• Ongoing optimization based on conversion data

Execution

• Refined keyword strategy to prioritize high-converting search intent
• Improved campaign structure and budget allocation
• Continuously optimized bids, targeting, and performance signals

Impact

• Increased conversions by ~99% year-over-year
• Reduced total spend by ~18%
• Increased clicks by ~28% and impressions by ~66%
• Reduced cost per click by ~36%
• Reduced cost per conversion by ~59%

Nearly doubled conversion volume while significantly reducing both spend and cost per acquisition.

Repositioned marketing strategy for a stabilized community to significantly increase leasing performance through conversion optimization rather than lead generation.

Overview
Repositioned marketing strategy for a stabilized community to significantly increase leasing performance through conversion optimization rather than lead generation.

Challenge
Leasing performance needed to improve, but lead volume had plateaued. Increasing spend alone would not guarantee better results—conversion strategy needed to evolve.

Strategy
Focused on mid- and lower-funnel optimization, including:

• Stronger brand positioning and messaging clarity
• Improved creative consistency across campaigns
• Better alignment between digital experience and on-site leasing journey

Execution

• Refined campaign creative and messaging to better resonate with target renters
• Ensured consistency across paid media, website, and touring experience
• Supported leasing teams with more qualified and better-informed prospects

Impact

• Increased leases by 54% year-over-year
• Maintained consistent lead volume
• Increased marketing investment by 38%, resulting in significantly higher conversion efficiency

Demonstrated that improving conversion strategy – not just increasing traffic – can drive substantial revenue growth.

Rather than increasing spend, I focused on improving how we showed up – ensuring the right message reached the right audience at the right time.

Overview
Led paid social strategy and optimization across a multi-property portfolio, focusing on improving efficiency and maximizing performance from existing budget.

Challenge
Paid media campaigns were generating strong volume but presented an opportunity to improve efficiency and reduce overall spend without sacrificing performance.

Strategy
Shifted toward a more performance-driven paid media approach, prioritizing:

• Campaign and audience optimization
• Creative performance improvements
• Smarter budget allocation across campaigns

Execution

• Refined audience targeting to reduce wasted spend
• Optimized creative based on engagement and conversion signals
• Reallocated budget toward higher-performing campaigns

Impact

• Reduced total spend by 24% year-over-year
• Maintained strong performance with only ~11% decrease in results
• Increased reach by 6% and impressions by 10%
• Improved cost per result by ~15%

Achieved significantly greater media efficiency, reaching more users and lowering cost per result while reducing overall spend.